A Need... Something required or essential which is lacking Food Shelter
A Want... Something desired but not always essential People can have a variety of needs and wants at the same time. ? ? ? Once a need /want is satisfied, people can concentrate on others.
People Do Not Want and Need the Same Things at the Same Time. The car you want may not appeal to your neighbor. This difference accounts for the variety of goods and services available.
Needs and Wants Change. As you go through life, needs/wants may change or become less important. In high school you might want a backpack. When you get older, the professional image of a briefcase is desired.
Many Factors Cause Needs/Wants to Change. Age Educational level Marital status Income level Parenthood
Many Factors Cause Needs/Wants to Change. Place of residence Influence of friends and relatives Culture Seasons of the year Economic conditions
People Buy Goods and Services to Satisfy Needs and Wants. People buy the benefits which products/services offer. Product: Reasons for buying: For comfort For protection To be like their friends
People Buy Goods and Services to Satisfy Needs and Wants. Product: Reasons for buying: Fuel efficiency Its ability to handle well in the snow The image they think it represents
People Buy Benefits–Not Features Features are important only in terms of how they benefit the customer.Features are important only in terms of how they benefit the customer. The feature is meaningless if it doesnt benefit the customer.The feature is meaningless if it doesnt benefit the customer. If customers never drive in the snow, how interested would they be in a car that handles well in the snow?
People Buy Different Benefits To get cleaning power To save time
For sales success... must determine desired benefits. YOU
Reasons or benefits that cause people to purchase products to satisfy their wants and needs
Why Buy a Steak? A customer needs food and wants a steak at a certain restaurant. Buying Motives To be viewed as a certain type of personTo be viewed as a certain type of person To make business contactsTo make business contacts To socialize with others in age/professional groupTo socialize with others in age/professional group
Why Buy a Blazer? A customer needs clothing and wants to buy a navy blue blazer. Buying Motives The blazer is stylish.The blazer is stylish. Everybody has one.Everybody has one. He thinks he looks good in blue.He thinks he looks good in blue.
Customers Know/Dont Know Their Buying Motives Why am I buying this? ???
Knowing customers needs, wants, and motives lets you tailor your presentation to each customer.
Motives Change From customer to customerFrom customer to customer From time to timeFrom time to time
Jakes Cars Jake knew hed be the envy of his friends in a new sports car. As Jakes family grew, they needed a vehicle with lots of room, comfort, and safety. As empty nesters, Jakes family wanted a fuel-efficient car that was easy to maneuver.
Objective B Classify customer buying motives.
Categories of Buying Motives Rational Emotional
Customers often unaware of them Easily influenced by advertising and current styles Emotional Motives Adventure Affection Appearance Change/Variety Comfort/Convenience Fear Health Leisure time Pleasure Recognition Recreation Security Social or group approval Feelings, Emotions, Impulses
Rational Motives Reason, Judgment, Logic Pros and cons Customer awareness Bottom line Moneys worth Accuracy Convenience Dependability Durability Economy Efficiency Increased production Knowledge Low cost/maintenance Profit Quality of workmanship/materials Safety Service Simplicity Versatility Health
Relationship of Emotional and Rational Motives Emotional Rational CombineConflict
Rational Motives Emotional Motive Ease of operationEase of operation EconomyEconomy Time savingsTime savings Increased leisure timeIncreased leisure time
We all have emotional motives for buying certain items, but we like to justify spending our money. $
People prefer to believe that they are buying on the basis of rational motives. But I really do need that gold-plated electric shaver.
Responsibilities of Salesperson Pointing out benefits that appeal to customers rational thinkingPointing out benefits that appeal to customers rational thinking Comparing lists of rational and emotional motives to find out which motives appear on both listsComparing lists of rational and emotional motives to find out which motives appear on both lists Determining if the customer is buying for emotional or rational motivesDetermining if the customer is buying for emotional or rational motives Focusing sales presentation on the customers buying motivesFocusing sales presentation on the customers buying motives
Patronage Motives Customer makes purchases in one business rather than another.Customer makes purchases in one business rather than another. These motives can be rational or emotional.These motives can be rational or emotional. Joes Bakery Karens Baked Goods
90 Days Same as Cash! Examples Customer services and policiesCustomer services and policies PricePrice Courteous sales staffCourteous sales staff ProductProduct Product assortmentProduct assortment FashionFashion
MarkED Acknowledgements Original Developer Christopher C. Burke, MarkED Version 1.0 Copyright 2000 MarkED Resource Center
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